Campaign Marketing Manager: Parents (US)

Twinkl Educational Publishing creates educational resources to support learning and teaching. The Campaign Marketing Manager will build and grow Twinkl Family’s parent proposition in the United States by developing lifecycle campaigns, improving parent experiences, coordinating cross-functional initiatives, and using customer insights to increase conversion, engagement, retention, and customer lifetime value.

Responsibilities:

• Build and manage the US parent lifecycle strategy across onboarding, conversion, engagement, renewal, retention and win-back
• Adapt centrally developed email programs for the US market, including newsletters, seasonal communications and targeted campaigns
• Create and optimize triggered journeys for trial users, free members, paying subscribers and customers at risk of lapsing
• Develop appropriate segmentation and personalization based on customer needs, behaviors and lifecycle stage
• Own campaign delivery from brief and copy through setup, quality assurance, launch and performance review
• Map journeys for priority parent segments and identify the moments that most influence conversion, engagement and retention
• Develop coordinated campaigns across email, onsite messaging, in-product experiences and relevant social channels
• Build curated collections and campaigns around the US school year, back-to-school, testing periods, holidays and other important family moments
• Improve how we communicate the practical benefits and ongoing value of a Twinkl subscription to parents
• Maintain a clear experimentation roadmap and continually test ways to improve engagement, retention and customer lifetime value
• Monitor retention as an active performance measure, not simply a quarterly reporting metric
• Manage a dedicated US Parents area through Twinkl's content management system
• Improve parent-facing navigation, banners, landing pages, post-trial onboarding and seasonal merchandising within the areas available for local customization
• Ensure parent-facing journeys feel relevant and purpose-built rather than adapted superficially from the educator experience
• Partner with Product and UX to represent the needs of US parents and contribute evidence-based insight to the development of the Twinkl Family app and wider product experience
• Build a structured feedback loop that brings together campaign performance, product usage, conversion and retention data, NPS and direct customer feedback
• Identify what US parents use, where they encounter friction, why they subscribe, what keeps them engaged and why they leave
• Translate customer and performance insights into clear recommendations, experiments and improvements
• Establish practical reporting that shows both activity and commercial impact
• Represent the US parent customer in discussions across Product, Marketing, Content and the wider Twinkl Family team, using evidence rather than assumptions
• Help roll out the Twinkl Family brand and tone of voice across US parent touchpoints
• Ensure communications are clear, consistent and relevant to the US parenting and education landscape
• Work with central and US colleagues to balance global brand consistency with meaningful local adaptation
• This is a hands-on role, particularly during the initial build phase. You will be expected to create and deliver work yourself while also bringing together the right contributors from across Twinkl
• You will have latitude to make day-to-day decisions within the agreed strategy and priorities. Where delivery requires broader organizational support, the Head of USA Marketing and US General Manager will help align stakeholders, resolve competing priorities and remove barriers
• We are looking for someone who can move at pace without confusing speed with carelessness. You should be comfortable launching an informed first version, measuring what happens and improving it quickly

Requirements:

• A proven track record as an independent self-starter who builds, launches, and manages campaigns end-to-end without relying on supporting staff or delegation
• Solid experience with lifecycle/CRM marketing — segmentation, triggered journeys, marketing automation platforms
• Retention and onsite optimization experience in a subscription or D2C business
• Comfortable running experiments, reading the results honestly, and moving on from what doesn't work
• Real familiarity with the US education and parenting landscape
• Good judgment on when to use what's already proven elsewhere versus build something new for the US
• Enough comfort in a CMS to make basic site changes (banners, nav, landing pages) without needing a developer every time
• Strong writing and communication skills with a good eye for brand consistency